The landscape surrounding mascara has dramatically changed since the Heisei era. In today's era, where false eyelashes are at their peak, the obsession with eyelashes has diversified across generations. As a result, along with this expanded choice, a new concern called "mascara confusion" has also emerged.
In this context, KATE's new product, "LASH BURST," launched in fall 2024, is precisely the answer to this dilemma. The collaboration with the popular manga "NANA" has garnered attention and has become a topic of interest upon its release.
This "captivating mascara" achieves ideal length and volume without clumping, and the secret to the beautiful lashes this new product promises lies in its unique features.
We spoke with Mai Wakai, the PR representative from KATE, about this exciting new product.
PROFILE
Mai Wakai
Kao Corporation
Cosmetics Division Masstage Business Group KATE PR
Spreading Allure Through "NANA"
The "LASH BURST" generated significant buzz at the time of its announcement on X. The collaboration video with "NANA" has also sparked discussion around the synergy with KATE's cool brand image. Wakai explained the choice of NANA to us.Share Article
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